Evaluating the Impact of Service Quality Disconfirmations on Store Choice


  • James B. Wiley University of Alberta
  • Paul D. Larson University of Alberta


This paper describes an application of standard choice model methods to fast food restaurant choice leading to confirmation of the role of perceived disconfirmation in these choices. The research was done in conjunction with an on-going project to develop an instrument that measures retail service quality. A distinguishing characteristic of the instrument is that it will focus on attributes that are actionable and of managerial significance. Actionable attributes can be manipulated by the firm. For example, waiting lines and product variety are actionable attributes. Managerially significant attributes are sufficiently valued by customers so that they will change their behavior in response to the actions of firms. This paper shows how choice model methods can be used to evaluate the managerial significance of actionable attributes.